Coca-Cola and Yahoo partner for ‘Style it Light’ digital channel

Coca-Cola have partnered up with Yahoo to create a new digital fashion channel for style or as it will be known ‘style it light’ for Coca-Cola light and Diet coke (as part of the brands’ wider ‘Love it light’ campaign.

The digital channel, which will be hosted within Yahoo’s lifestyle property, aims to deliver a “lighter approach” to everyday fashion news and attempts to position the sugar free soft drinks as the “must-have fashion” accessory. It plans to host daily fashion features, videos, news, reviews of the latest trends and interactive content tailored to visitors’ personal interests. Contributors include Pat NcNulty, editor of Cosmopolitan.co.uk and fashion blogger Tor Briefly.

The launch of the digital channel is part of Coca-Cola’s wider ‘Love it Light’ fashion campaign, which portrays the drink as a fashion accessory.

The campaign by Mother features a TV ad, which broke in April this year, and a partnership with Karl Lagerfield, who has designed three limited edition Diet Coke bottles.